Best Practices In Short-Form Video Advertising

The new guidelines for online video ads published by the Interactive Advertising Bureau (IAB) are an important foundation that those of us in both the online video and advertising industries can build upon as we seek to turn the viral video phenomena into a powerful marketing vehicle. But these standards are only a first--and relatively small--step in the right direction towards our shared success.

That shared success will come from shifting loyalty from the traditional standard bearer of brand advertising--television--to the new kid on the block--online video and social media. It will depend on our mutual ability to create content and campaigns designed for the short-form video environment and an interactive medium. In order to realize this opportunity, marketers must first embrace the power of online video; and second, we need to get serious about creating and implementing best practices for maximizing advertising effectiveness.

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Cross-Platform Ad Strategies: The Good, The Bad And The Unmeasured

In the fragmented media landscape, cross-platform campaigns have become one of the go-to strategies in an advertiser's arsenal--particularly when it comes to reaching the 18-34 demographic. But as panelists at Digital Hollywood noted on Tuesday, those plans--including branded entertainment deals, in- and around-game ads, and mobile video promotions--still suffer from a lack of standardized performance metrics and clear return on investment.
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